1. Marketing Research and Information System
Chapter 8
Marketing Research and Information System

2. Chapter Outline Nature of Marketing Research
Marketing Information Sources
Secondary Research
- Private Sources
- Public Sources
Primary Research
Sampling

3. Chapter Outline Basic Methods of Data Collection - Observation
- Questioning
Measurement
- Conceptual Equivalence
- Instrument Equivalence
- Linguistic Equivalence
- Response Style
- Measurement Timing
- External Validity

4. Chapter Outline Marketing Information System - System Development
- Desirable Characteristics
- Subsystems

5. Marketing Research
Systematic gathering, recording, and analyzing of data

6. Marketing Information Sources
Primary data
- information collected firsthand to answer specific, current research questions
- advantages: specific, relevant, and up-to-date information
- disadvantages: high cost and amount of time

7. Marketing Information Sources
Secondary data
- information already been collected for other purposes
- advantages: lower cost and time
- disadvantages: less meaningful data

8. Basic Methods of Data Collection
Observation
- advantages: more objective data
- disadvantages: not as versatile, higher cost, and more time
Questioning
- advantages: versatility, speed (time), and cost
- disadvantages: less objective data

9. Measurement Reliability - instrument yielding consistent results
Internal Validity
- instrument measuring what it is supposed to measure
External Validity
- ability to generalize research result to other populations

10. Measurement Issues Conceptual Equivalence
- a concept being interpreted in the same manner in various cultures
Functional Equivalence
- an object performing the same function in various countries
Definitional or Classification Equivalence
- an object being defined or classified in the same way in various countries

11. Measurement Issues Instrument Equivalence
- emic instrument: instrument designed to be used in only one culture
- etic instrument: instrument designed to be applied in various cultures
Linguistic Equivalence
- translation that is equivalent to the original language

12. Measurement Issues Response style - acquiescence - extreme responding
- use of the middle response category on the rating scales
- socially desirable responding
Measurement Timing
- simultaneous
- sequential
- independent

13. Translation Techniques
back translation
parallel-blind translation
committee approach
random probe
decentering